Presto

September-October, 1932
PRESTO-TIMES
8
ISSUED THE
FIFTEENTH OF
PUBLICATION MONTH
FRANK D. ABBOTT
PRESTO PUBLISHING CO.
Publishers
417 So. Dearborn St.
Chicago, 111.
The American Music Trade Journal
Editor
Telephones, Local and Long Distance, Harrison 0234.
Private Phones to all Departments. Cable Address (Com-
mercial Cable Co.'s Code), "PRESTO," Chicago.
Entered as second-class matter Anrjl it. 1932, at the
Post Office at Chicago, 111., under act of March 3, 1^79.
Subscription, $1.00 a year; 6 months, 60 cents; foreign,
$2.00. Payable in advance. No extra charge in United
States possessions, Cuba and Mexico. Rates for adver-
tising on application.
Items of news and other matter are solicited and if of
general interest to the music trade will be paid for at
space rates. Usually piano merchants or salesmen in the
smaller cities are the best occasional correspondents, and
their assistance is invited.
Payment Is not accepted for matter printed in the edi-
torial or news columns of Presto-Times.
Where half-tones are made the actual cost of produc-
tion will be charged if of commercial character or other
than strictly news interest.
When electrotypes are sent for publication It is re-
quested that their subjects and senders be carefully indi-
cated.
Forms close at noon three days preceding date of pub-
lication. Latest news matter and telegraphic communica-
tions should be in not later than 11 o'clock on that day.
Advertising copy should be in hand four days before pub-
lication day to insure preferred position. Full page dis-
play copy should be in hand three days preceding publi-
cation day. Want advertisements for current issue, to
insure classification, should be in three days in advance
of publication.
Address all communications for the editorial or business
departments to PRESTO PUBLISHING CO., 417 South
Dearborn Street. Chicago, III.
The last form of Presto-Times goes to press at 11 a. m
three days preceding publication day. Any news trans-
piring after that hour cannot be expected in the current
issue. Nothing received at the office that is not strictly
news of importance can have attention after 9 a. m. of
that date. If they concern the interests of manufactur-
ers or dealers such items will appear the issue following.
CHICAGO, SEPT.-OCT., 1932
During a few moments' chat with a representative
of Presto-Times at the Steinway offices recently Mr.
Frederick Reidemeister, treasurer of Steinway & Sons,
brought in the thought that notwithstanding the path
is difficult with many firms and individuals in the trade
we must all accept the poor and bad with the good.
Mr. Reidemeister said: "We are certainly passing
through extremely difficult times but they cannot last
forever and I am sure that I voice the sentiment of
almost the entire trade as well as the members of
our house that conditions are improved."
To be honored by a performance of a requiem by
one of the world's great composers months after one's
passing out is, indeed, a signal honor for any one, but
where such an event honors a gentleman who in his
early days was an ordinary office employe of a music
industry establishment it is unusual. In this manner
Peter C. Lutkin, dean of music of Northwestern Uni-
versity and founder of the North Shore Music Fes-
tivals, was honored by a performance of Brahms'
Requiem in St. Luke's Church, Evanston, 111.
The battery of new dry kilns to be installed at the
Baldwin piano plant, Cincinnati, is of such a char-
acter in modern methods as to attract widespread
attention through the press of the country. Many
daily papers have referred to this addition to the
Baldwin plant as a piece of distinct enterprise.
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The well-known Swigart Paper Company of 723
South Wells street, Chicago, in a paragraph printed
on one of its sample sheets of business letterheads,
says: "Has your advertising fallen to a point where
any old paper will do to carry your message?"
And this is a suggestion very applicable to adver-
tising publications as well as samples of paper stock.
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A goodly number of new music stores, many of
them devoted particularly to the piano business, and
scores and scores of new radio shops and sales places
are announced, same of the important ones, various
of which may be found elsewhere in this issue under
the caption, "Activities in Retail Trade; New Firms,
Changes, Reorganizations," etc.
This section of Presto-Times clearly indicates re-
newed activities in the retail music business.
For the five Musicians' Symphony Orchestra con-
certs to be given at the Metropolitan Opera House,
New York, beginning November 1, for the benefit of
idle musicians, several pianists have volunteered their
services and several piano manufacturers are furnish-
ing pianos for these artists. Last season, the spring
of 1932, Josef Hofmann, Harold Bauer, Jose Iturbe
and Ernest Schelling were among the pianists who
gave their services for the benefit of their co-musi-
cians, but so far the pianists who will give their
services this season and the pianos they will use
have not been announced.
»*-#•—
A New York advertising agency which uses a postal
card for making a certain proposition adds; "Pardon
the postal card; the depression plus new postage rates
cause it."
Thousands in the music trades and industries mourn
over the passing of Edward S. Payson, dearly be-
loved member of the Piano Manufacturers and Deal-
ers Associations, and offer condolences to his beloved
wife, now past eighty-two years of age.
Calamities and tragedies, and the music trade has also had them ; yet while this industry has not
escaped present conditions, theirs are not as severe as with many others. Among bankers, among
manufacturers and numerous leading industries, the country has been dotted with calamities to the
extent of suicides of many prominent individuals ; yet the music industry has remained free of any
great tragedy.
Let the manufacturer or dealer of musical instruments pass through any of the large factory
centers of Chicago, say -$\b district from 18th street to 22nd street, from Ashland avenue to the
east. Many of the factories there are entirely closed, some are working part time, and the entire
scene is one of dejection and inactivity. What a relief it is after such a tour to return to the piano
district where he will find some work going on and spots where considerable activity prevails. A
man should not feel better because his neighbor is suffering worse than he is but a good sound com-
parison is frequently quite stimulating.
* * *
Just at this writing and as, seemingly, counter to the thoughts above expressed comes a letter
from the West: from a merchant out there who has taken over a new line of pianos. The change
which he made to put in a complete new line of salable instruments and to push all the old instruments
to the rear of the store, concentrating sales efforts on the new stock, stressing the new designs, the
new finishes, the new tonal quality, has brought results in new business; in good and unexpected
sales. This correspondent has found it pleasant and profitable to stock up with a line of new delight-
ful-to-the-eye pianos, "so alluring," as he says, "that they virtually sell themselves on sight." And
he further adds this rather wise conclusion that "the profit soon vanishes in the sale of an old piano
if it kills the possibility of selling a new one."
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The American automobile industry represents about 78 per cent of the total automobile produc-
tion of the world and between 30 and 40 per cent of the automobile exports of the world. If
piano manufacturing would make a showing anywhere approaching these figures what a source of
activity it would mean in the music industry, and why should we not produce 75 per cent of the
world's output of pianos and radios; we have the lumber, the metal and practically all of the raw
material that enters into the construction of these instruments. America is peculiarly capable of the
major production of pianos and radios.
•
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The products of two great American piano manufactories have become so strongly identified
with the piano public that we frequently see the generic names of their products used as synonyms
for any and all pianos. Thus, while perusing a very readable book, one finds several passages where
the phrase, "a Steinway," is used when any piano to be used at the time is referred to; as in the
expression: "Everywhere she went she was called upon to play something on the Steinway," and
she was in the mood every night to "play the Steinway." evidently intending to convey the message
that "everywhere she went, she was called upon to play the piano," etc.
This recalls the incident a few years ago when the Presto Buyers' Guide in Spanish appeared.
When the proofs came back from the Colonies it was found that any self-playing instrument was
designated "pianola," whereas Pianola is a copyrighted name belonging to the Aeolian Company.
Upon further inquiry it was learned that in someof the foreign countries, and especially in the Col-
onial trade, the player piano in general was styled a "pianola."
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A well-known music trade man who writes to Presto-Times for information about piano manu-
facturing plants that have "closed shop, failed, discontinued or merged," adds to his letter a beautiful
tribute to Steinway, in these words: "What a glorious name in pianodom is the name Steinway!
What an honor to the music industry and trade !"
This correspondent undoubtedly has in mind how clear the Steinway has been kept from cheap-
ness and degrading mediocrity, yet superbly suitable alike to the plain home as to gilded parlor. He
realizes the respect accorded by competitors as well as the trade at large, everywhere ; the profession
and artistic world; a prestige built not only on quality and fame but upon honor, as well.
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